Editor’s Note

By Stacy M. Menz, PT, DPT

Do any of you ever feel how I do with regards to marketing? Like you are throwing a little of this out and a little of that out and hoping it works?

I heard someone say that capturing data from marketing can be like capturing clouds, but in my mind I tell myself that even capturing some business is better than none. We seem to continually refine how we market, but do you ever wonder when you have to give a strategy a little more time versus when to pivot or abandon a strategy because it’s not creating the results you want?

When do you decide that you are doing something because it is the right thing to do, like being involved in the community even if you don’t see direct referrals come as a result? Is name recognition a valuable benefit?

And let’s talk about social media. We started social media to create more credibility for our brand and to educate families. Along the way we have also become a source of content for other therapists. That makes it hard for us to always define our target audience. As we spend more time working on laying out an actual plan we are getting better at defining our target audience. We are creating our personas. We know we should have done this a long time ago, and we have started, but then get way too analytical about it and overthink everything (anyone else feel my pain?).

So, I’m sure this letter didn’t leave you with a lot of insight, but for those of you who struggle with some of these same questions, know you’re not alone. I also know that I have used the resources from PPS to help me grow and refine my marketing strategy. The marketing committee has provided such valuable information, including their content that is ready for you to post straight to your followers. This issue is packed with articles that may challenge your current perspectives or assist in some new ideas—check it out!

What are some of your marketing struggles and wins? We would love to hear from you.